You’re sitting at your desk, looking at your sent emails, thinking, “Should I send a third follow-up sales email? 🤔”
It’s a common question in sales. You’ve already emailed twice, but there’s no reply. Now you’re stuck—should you try again or let it go?
It’s about finding the right balance. You don’t want to be too pushy, but follow-ups are important. The right email at the right time could be what finally gets a response.
At the same time, no one wants to be annoying. That’s why strategy matters. So let’s talk about that strategy!
Why Follow-Up Emails Matter?
“Persistence” is a big part of sales. It’s what turns a maybe into a yes. But sending multiple follow-ups can feel awkward.
Most sales don’t happen after just one email. People are busy, distracted, or unsure. Your first message might not even be a priority for them. Following up keeps you on their radar and gives them more chances to respond.
Studies show that 80% of sales take at least five follow-ups to close. But 44% of salespeople give up after one. That’s a huge gap between effort and results.
Should You Send a 3rd Follow-Up Email?
Following up is a big part of making sales. You’ve probably heard that 'sales happen in the follow-up.' It’s true, especially when understanding GTM AI and its impact on sales strategies.
Deciding to send a third follow-up email isn’t always easy. You need to think about the situation, how the prospect has responded so far, and what your past emails have said. The goal is to add value.
When a 3rd Email Might Be Worth It?
Not every lead needs a third email. But in some cases, it can make a big difference:
They showed interest but went quiet.
Maybe they replied before, clicked a link, or attended a webinar but then stopped responding. They might just need a small push.
Your earlier emails weren’t clear.
If your previous messages didn’t tell them exactly what to do next, a third email can fix that.
You have something valuable to offer.
If you’re sharing a useful resource, free trial, or a solution to their problem, they’re more likely to reply.
The timing was off before.
Maybe they weren’t ready to talk earlier, but now they might be in a better place to respond.
How to Write a 3rd Follow-Up Email That Works
By the time you send a third follow-up email, you’re walking a fine line. You want to be persistent but not annoying.
The good news? If you do it right, this email could be the one that gets a response.
Here are some simple tips to make it work.
1. Make It Personal
A generic email won’t get their attention. Show that you’ve done your homework.
- Mention if they opened your last emails, attended an event, or downloaded something.
- Talk about their specific challenges and how you can help.
- Use their name, company, or industry details to make the email feel personal.
2. Offer Something New
Saying the same thing again won’t help. Bring something fresh to the table.
- Share a useful article, case study, or success story.
- Highlight a feature or benefit you haven’t mentioned before.
- If possible, offer a limited-time deal or bonus.
3. Keep It Short and Clear
People are busy. A long email might get ignored.
- Use short paragraphs and bullet points.
- Get to the point—what do you want them to do? (Reply, schedule a call, click a link, etc.)
4. Use a Strong Subject Line
Your subject line is the first thing they see. Make it interesting.
- Ask a question: “Still interested in [solution]?”
- Focus on a benefit: “A simple way to fix [problem]”
- Be specific: “How [Company] improved [result]”
5. Send It at the Right Time
Timing matters. Don’t rush it.
- Wait 3–5 business days after your last email.
- Try different times of the day to see what works best.
6. End with a Clear Call to Action (CTA)
Make it easy for them to respond.
- Be direct: “Can we schedule a quick call this Thursday?”
- Give options: “Let me know what time works best for you.”
- Create urgency (if needed): “This offer is valid until [date].”
Best Time to Send Your 3rd Follow-Up Email
Timing matters. Send your email too soon, and you may seem pushy. Wait too long, and they might forget you. Here’s how to get it right:
How Long to Wait?
- Wait 3–5 business days after your second follow-up.
- For longer sales cycles, wait up to two weeks if needed.
- Avoid Mondays and Fridays—Tuesdays to Thursdays work best.
Best Time of Day to Send
- 8:00–10:00 AM: Prospects check emails in the morning.
- 1:00–3:00 PM: They catch up after lunch.
- Avoid late evenings—emails sent after 5:00 PM often get ignored.
When a 3rd Follow-Up Email Might Hurt Your Chances?
A third follow-up email can work, but it also comes with risks. You want to stay persistent without annoying your prospect.
Here are some common mistakes and how to avoid them.
1. Coming Across as Pushy
If your emails feel too aggressive or repetitive, prospects might ignore you—or mark you as spam.
How to avoid this:
- Share new information instead of repeating yourself.
- Use a polite, respectful tone that acknowledges their time.
- Space out your emails so they don’t feel overwhelming.
2. Hurting Your Credibility
Sending too many emails without thought can make you seem desperate or unprofessional.
How to avoid this:
- Proofread to keep your emails clear and error-free.
- Personalize your message to show you understand their needs.
- Use professional templates to maintain a polished image.
3. Getting Unsubscribed or Marked as Spam
Too many emails without value can push prospects to unsubscribe or block you.
How to avoid this:
- Stick to three or four follow-ups max unless they engage.
- Make it easy for them to opt out if they’re not interested.
- Watch your email performance metrics to avoid overstepping.
4. Wasting Time on the Wrong Leads
Some prospects just aren’t interested. Chasing them can drain your time and energy.
How to avoid this:
- Set a cutoff point (e.g., three emails with no engagement).
- Focus on leads who open emails or click links—they’re more likely to convert.
5. Using the Wrong Communication Method
Not everyone prefers email. Some may respond better to a call or LinkedIn message.
How to avoid this:
- Try different channels like phone calls or social media.
- Pay attention to how they’ve interacted before and adjust accordingly.
Alternatives to a 3rd Follow-Up Sales Email
If your prospect isn’t responding to emails, try a different approach:
- Use a different channel – Try LinkedIn, a phone call, or engaging on social media.
- Get a mutual introduction – A referral from a shared contact can boost your chances.
- Share useful content – Send an article, case study, or industry update without asking for anything.
- Have a colleague reach out – A fresh voice might grab their attention.
- Add them to a nurture campaign – Keep them engaged with updates, newsletters, or webinar invites.
- Send a polite “breakup” email – Let them know you won’t follow up further unless they’re interested.
- Follow up in a few months – If timing is the issue, check back later.
Conclusion
A well-timed third email can restart a conversation and bring you closer to a deal. But it has to be done the right way.
The key is balance. Be persistent, but don’t be pushy. Make your message personal, add something new, and keep your tone polite and confident.
